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Influencer marketing generates more emotions than television commercials

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Influencer marketing generates more emotions than television commercials

Advertisers are not mistaken by putting their advertising campaigns german mobile phone number example in the hands of influencers, prescribers whose natural habitat is in social networks where they bring together thousands and thousands (in cases millions) of followers attentive to their latest publications. german mobile phone number example This is demonstrated by the study by the influencer marketing agency Whaler and the company specializing in neuroscience Neuro-Insight, which shows that influencers win over television advertising when it comes to generating an emotional response and a higher memory index and stronger. german mobile phone number example In their report, conducted to assess whether influencer marketing effectively arouses emotions of an intense nature in the consumer and creates truly lasting memories, german mobile phone number exampleWhaler and Neuro-Insight set their sights on 60 participants divided into three groups

followers of micro-influencers (between 10,000 and 100.00 followers),  german mobile phone number example followers of macro influencers (between 100,000 and 500,000 followers) and followers of celebrities. Influencers beat television advertising in generating an emotional response and a higher and stronger recall index CLICK TO TWEET The participants in the experiment carried out a series of tasks (watching television, german mobile phone number example watching YouTube videos or connecting to Facebook) while they were confronted with a series of advertisements (and their brain activity was simultaneously evaluated). german mobile phone number example “Looking at the heat maps of the brain activity of the participants it is more evident that there is a strong difference between the consumer response to influencer marketing and television advertising ,

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explains Shazza Gina, CEO of Neuro-Insight.  german mobile phone number example  Gambling Email List “ The response to television commercials is weak, with lots of blues [low brain activity] and greens [medium brain activity]. This is in contrast to the ads with influencers involved, in which there are many shades of red [high brain activity] and pink [very high brain activity], german mobile phone number example ”says Gina. In general terms, influencer marketing generates a 277% higher emotional intensity and an 87% higher encoding in the consumer’s memory. The Whaler and Neuro-Insight study also accounts for the so-called “priming effect” of influencer marketing. The consumer tends to be uncomfortable with advertising interruptions on television, german mobile phone number example Facebook and YouTube. However, when he has previously been confronted with a promotional post from an influencer on social networks, german mobile phone number example he feels more motivated when it comes to seeing an advertisement for the same campaign on television.

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